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This Study Resource Was: Global Media Cultures
This Study Resource Was: Global Media Cultures
This Study Resource Was: Global Media Cultures
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Global Media Cultures
WHAT IS MEDIA?
The term media comes from the word medium which is defined as channel,
means, or method (Aboga and Agapay, 2017). Media is a generic term for all
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human-invented technology that extends the range, speed, or channels of
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communication (Griffin, 2012). According to Marcel Danesi, media can also be
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tied to what we call mass media, or the media that reach large audiences (as
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cited in Aboga and Agapay, 2017). The different forms of media are:
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rs e 1. Print Media – media consisting of paper and ink, reproduced in a printing
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process that is traditionally mechanical. Examples of print media are:
newspaper, books, magazines, comics, brochures.
2. Broadcast Media – media such as radio and television that reach target
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movies/films.
3. Digital Media – also known as new media, consisting of contents that are
organized and distributed on digital platforms. Examples of digital media
are internet, social media, computers
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Course Module
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are essential facilitators of democratic processes and one of the
guarantors of free and fair elections;
are a vehicle for cultural expression and cultural cohesion within and
between nations; and
function as an advocate and social actor in its own right while
respecting pluralistic values.
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which have occurred as a consequence of the deregulation policies adopted by
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various countries in Europe and US, paving the way for the proliferation of
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cable and satellite channels (Matos, 2013).
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Cross-border communication technologies such as the internet, mobile
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phones, and satellites have contributed to the deterritorialization of space
over the last decades, and transnational media networks and news services
such as CNN, BBC World News, FoxNews, and AlJazeera have entered and
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trends in technology, and how human communication was affected, helped
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him develop his hypotheses about the future, and how innovations such as the
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coming internet, (he didn't yet know its name, of course), would impact
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individuals and culture as a whole (Hendricks n.d.). Due to their very structure,
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global media promote a restructuring of cultural and social communities. Just
rs e as media such as the press, and later radio and TV have been very important
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institutions for the formation of national communities, global media support
the creation of new communities. The Internet, for example, not only facilitates
communication across the globe, but also supports the formation of new social
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communities in which members can interact with each other. And satellite TV
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Today, the Media has transformed into a business that is dominated by mass-
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MEDIA CULTURE
In cultural studies, media culture refers to the current Western capitalist
society that emerged and developed from the 20th century, under the
influence of mass media. The term alludes to the overall impact and
intellectual guidance exerted by the media (primarily TV, but also the press,
radio and cinema), not only on public opinion but also on tastes and values
(Audiopedia, 2017). According to Douglas Kellner, media culture is industrial
culture, organized on the model of mass production and is produced for a mass
audience according to types (genres), following conventional formulas, codes,
and rules. Bignell defines media culture as terrain on which communication
between people in a concrete historic-economic situation takes place. On the
other hand, various authors like Schmidt, Faulstich, Hickethier, and Lundby
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define media culture as a culture in which the mass media are the main
resources of meaning production (as cited in Hepp, 2009).
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CRITIQUES ON GLOBAL MEDIA CULTURE
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The skepticism surrounding global media is far from new. The well-
rs e established field of international communication, based on the political
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economy tradition, has a long history of persistently arguing that global media
are in fact best described as Western (or American) media, at most of global
scope (as cited in Olausson, 2011).
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Cultural imperialism takes place when a country dominates others through its
media exports, including advertising messages, films, and television and radio
programming (Kaul, 2011). In international communication theory and
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research, cultural imperialism theory argued that audiences across the globe
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There are two main camps regarding the question of a unified global culture:
one is the cultural homogenization and the other is cultural hybridization. The
former equates globalization with the homogenizing of culture, the dismissal
of local cultures, and the Westernization of the globe (as cited in Matos, 2013).
Cultural globalization theorists highlight the need to recognize the blending of
local cultures with global foreign influences, seeing global culture as being
grounded in a process of hybridization, not simply as the cultural diffusion of
American values or homogenization (Matos, 2013).
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References
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Aboga Jr., F. and Agapay, R.C. (2017). Media and Information Literacy, Transforming Society
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through Student Empowerment (1st ed.). Quezon City: TechFactors, Inc.
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Audiopedia, The (2017, January 25). What is Media Culture? What does Media Culture Mean?
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Media Culture Meaning, Definition, and Explanation [Video File]. Retrieved from
https://www.youtube.com
Dixon, V.K. (2009). Understanding the Implications of a Global Village. Retrieved from
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http://www.inquiriesjournal.com
Griffin, E. (2012). A First Look at Communication Theory (8th ed.). New York: McGraw-Hill.
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Hendricks, B. (n.d.) Marshall McLuhan and the Global Village Concept. Retrieved from
https://study.com
Hepp, A. (2009). Transculturality as a Perspective: Researching Media Cultures Comparatively.
Retrieved from http://www.qualitative-research.net
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Hjarvard, S. (n.d.). Global Media Cultures: A Research Programme on the Role of Media in Cultural
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Encyclopedia of Communication and Information (Vol. 2, pp. 359-363). New York, NY:
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